UEFA Euro 2028 Hospitality Packages to Launch This Year

UEFA has expanded its partnership with Beyond Hospitality to include the design, sale, and delivery of hospitality experiences for the UEFA Euro 2028 tournament, which will be co-hosted by England, Scotland, Wales, and the Republic of Ireland. The tournament is scheduled to take place from June 9 to July 9, 2028 [1].

Expanding Partnership

This collaboration builds upon an existing relationship that began with Beyond Hospitality selling packages for the UEFA Champions League final. Now, Beyond Hospitality will manage hospitality across all nine venues in the host nations. [1]

What to Expect from the Hospitality Program

UEFA Events Chief Executive Martin Kallen emphasized the importance of this partnership in delivering a high-quality hospitality program. He stated that Beyond Hospitality’s creativity and commitment will provide unforgettable experiences for guests at every venue. [1]

Jaime Byrom, Executive Chair of Beyond Hospitality, expressed honor at being entrusted by UEFA and pledged to set a new benchmark in guest experience. [1]

The official hospitality program will offer access to skyboxes and elite lounges, featuring premium seating, gourmet catering, and excellent viewing positions. [1]

Sales Information

Hospitality packages will be available on a first-come, first-served basis starting September 1, 2026. A pre-sale period for existing box-holders will begin next month. [1]

Beyond Hospitality’s Recent Activity

Beyond Hospitality was recently appointed by the German Football Association (DFB) as its premium hospitality packages partner through a three-year deal, taking over rights previously held by Sportfive. [1]

Jaime Byrom previously led Match Hospitality, which held a significant contract with FIFA. [1]